Quoting services can feel like walking into a fog. A lead asks, “How much?” and you either freeze, underprice it, or spend an hour building a custom quote that still misses something.
A calm service package pricing setup fixes that. You’ll build three clear tiers (Good, Better, Best), a small add-on menu that covers the “what about…” requests, and a quote method you can reuse in about 15 minutes.
The goal isn’t to turn your work into a rigid box. It’s to stop guessing, set boundaries, and give clients a clean path to “yes” without awkward back-and-forth.
Table of Contents
A clear service package pricing framework that starts with your real costs
If your pricing doesn’t start with your numbers, it will drift toward what feels “fair,” and that’s where underpricing starts. Before you decide tiers, set a pricing floor you can defend.
Copy this quick checklist:
- Monthly fixed costs (software, phone, insurance, coworking, accounting)
- Variable costs (contractors, printing, ad spend you cover, transaction fees)
- Delivery time (client work hours)
- Admin time (calls, email, PM, reporting, handoffs)
- Margin and buffer (profit plus room for mistakes, slow approvals, scope creep)
- Value and risk (outcomes you create, risk you reduce)
- Constraints (capacity, deadlines, cash flow, energy)
This article is general info, not legal or financial advice. Validate your costs, taxes, and price points for your market, and get pro help if you need it.
Costs, time, margin, value, constraints (the 5 inputs that stop underpricing)
Costs include fixed items (tools and insurance) and variable items (contractors and stock images). If a package needs outside help, price it in from day one.
Time is not just delivery. Add admin time, context switching, and client handholding. If a “simple” job takes 6 hours to do and 4 hours to manage, it’s a 10-hour job.
Margin is your profit plus your buffer. A buffer keeps one tricky client from wiping out the month.
Value is the outcome. A brand refresh that helps a client raise prices is worth more than the same hours spent on minor edits. You’re also reducing risk (fewer mistakes, better decisions, fewer missed steps).
Constraints are your limits. If you can only take four projects a month, your pricing must support that.
Tiny example: You want $6,000/month after expenses. You have 15 billable days, each with 5 billable hours (75 hours total). Your base target is $6,000 ÷ 75 = $80/hour. If your “Better” package takes 20 total hours, your floor is about $1,600 before margin and value. Add a buffer, and you may land closer to $2,000 to $2,400.
Set price bands and ethical anchors so your tiers make sense
Don’t guess a single number. Set price bands for each tier. Use three inputs: your past projects (what they really took), market ranges (what similar providers charge), and your capacity (what you need per project to hit your monthly goal).
A practical ratio pattern:
- Better is 1.5x to 2x Good
- Best is 2.5x to 4x Good
Use “Best” as an ethical anchor. It must be a real option with real extra value, not a fake price you hope nobody picks. Raise prices when you’re booked out, your proof is stronger (results and reviews), or your process gets faster without sacrificing quality.
Build three tiers that sell, what changes across tiers, and real examples
Strong tiers don’t just stack more stuff. They change what a client gets in four clean ways: scope, speed, access, and risk reduction.
Decide who each tier is for, then change scope, speed, access, and risk reduction
Start with the tier you sell most often, usually Better. Build down to Good (starter budget, fewer needs) and up to Best (busy, higher stakes, wants more support).
What can change across tiers:
- Scope: fewer deliverables vs complete system
- Speed: standard timeline vs priority scheduling
- Access: fewer meetings vs office hours or Slack
- Risk reduction: extra QA, strategy review, training, documentation, warranty period
Sample package names that feel clear: Starter, Essentials, Growth, Pro, Premium, Concierge, Done-for-You
Proposal language you can paste:
- Included: “This package includes X deliverables, one kickoff call, and a final handoff with files.”
- Not included: “Copywriting and paid tools are not included unless added below.”
- Revisions: “Includes two revision rounds based on one consolidated feedback list.”
Change-order policy sentence: “Requests outside this scope are quoted as a change order and scheduled after written approval.” It’s important to have a notice like that on your website for price services and packages can change.
Two-tier tables you can copy, plus two industry examples
Table 1: Generic three-tier template
| Tier | Best for | Core deliverables | Timeline | Client access | Revisions or iterations | Price range band |
|---|---|---|---|---|---|---|
| Good | Starter needs | Core deliverable set | Standard | Email only | 1 round | $ |
| Better | Most buyers | Core plus key upgrades | Standard | Email + 1 call/week | 2 rounds | $$ |
| Best | High-stakes, busy teams | Full scope + support | Priority | Email + calls + chat | 3 rounds | $$$ |
Table 2: Filled example (Local SEO Setup). Prices vary by region and experience.
| Tier | Best for | Core deliverables | Timeline | Client access | Revisions or iterations | Price range band |
|---|---|---|---|---|---|---|
| Good (Starter SEO) | New local biz | Google Business Profile setup, NAP cleanup plan, 10 keywords, 1 location page outline | 2 weeks | 1 round | $900 to $1,200 | |
| Better (Growth SEO) | Growing local service | Everything in Good, on-page updates for up to 5 pages, basic citations, tracking dashboard | 3 to 4 weeks | Email + weekly call | 2 rounds | $1,800 to $2,400 |
| Best (Premium SEO) | Competitive areas | Everything is better: 10 pages optimized, citation buildout, review plan, and monthly QA for 60 days | 4 to 6 weeks | Email + calls + chat | 3 rounds | $3,200 to $4,500 |
Second industry example (consulting strategy sprint): Good is a 90-minute workshop with notes; Better adds a 2-week action plan and a follow-up call; Best adds stakeholder interviews and a team training session.
Add-ons and the no-stress quote method (a checklist, formula, and decision tree)
Tiers handle 80 percent of needs. Add-ons cover the other 20 percent without turning every job into custom work.
Add-ons that increase average order value without blowing up your scope
Add-on rules: they must be truly optional, priced clearly, and easy for you to deliver. Don’t hide core scope in add-ons. If most clients need it, it belongs in Better.
Keep your menu to 5 to 8 items, grouped by type (speed, content, support). Bundle two add-ons for a small savings if it helps with decisions, but avoid heavy discounts that eat your buffer.
Say no when the request changes your whole process (new audience, new platform, major legal risk), or when you can’t stand behind the outcome.
Common add-on pricing models:
- Per unit: extra web page ($150 to $300 each), extra email sequence ($250 to $600)
- Per project: analytics audit ($400 to $900), site migration ($800 to $2,500)
- Subscription: monthly reporting and upkeep ($250 to $1,000/month)
Sample add-on menu (example ranges):
- Rush start (within 7 days): +20% to +35%
- Extra revision round: $150 to $500
- Copywriting support: $300 to $1,500
- Tech setup (forms, CRM, booking): $250 to $1,200
- Training session (60 minutes): $150 to $400
- Ongoing maintenance (monthly): $200 to $900/month
The no-stress quote method: quote in 15 minutes with a worksheet, formula, and decision tree
Plug-and-play worksheet, collect these inputs: Goal, deadline, existing assets, stakeholders, approval process, required tools, needed integrations, and success metric.
Discovery questions (pick 6 to 8):
- What result do you want in 60 to 90 days?
- What’s the deadline, and why that date?
- What’s already done (site, brand, data, content)?
- Who approves work, and how fast do they respond?
- Any must-use tools (CRM, email platform, POS)?
- How many pages, locations, products, or services are in scope?
- Who supplies copy and images?
- How will we measure success?
Pricing formula (plain language): Price = Base tier price + Complexity adjustment + Timeline adjustment + Add-ons (minus small bundle discount if used)
Define complexity by count (pages, locations, audiences) and by connections (integrations, approvals). Timeline adjustment is standard vs rush.
Quote in 15 minutes:
- Pick the closest tier (Good, Better, Best).
- Add complexity (light, medium, heavy) as a set dollar bump.
- Add timeline (standard, priority, rush).
- Add the 0 to 3 add-ons that match the ask.
- Send a one-page summary: included, not included, timeline, payment terms, and next step.
Decision tree:
- If the deadline is tight, add a rush fee or move the start date.
- If the scope is unclear, sell a paid discovery first.
- If the budget is low, move to Good or reduce deliverables.
- If risk is high, require Best or add QA and training.
Avoid the pricing traps that cause stress, plus quick FAQs that buyers ask
Small fixes prevent big messes later, especially once you start getting steady leads.
Common service pricing mistakes, and the simple fixes
Hourly anchoring: Keep hourly internal, sell packages tied to outcomes, and clear deliverables.
Too many options: Three tiers are enough; extra choices slow down decisions.
Under-scoping: Define deliverables, limits, and what the client provides.
iscounting: Trade discounts for reduced scope or longer timelines, not a lower price for the same work.
Unclear revisions: Cap rounds require one feedback list per round.
Skipping deposits: Protect cash flow and commitment with a deposit.
Short FAQ: deposits, revisions, rush fees, change requests, retainer vs package
Deposits: Many service businesses require a 30 to 50 percent upfront payment, with the rest split by milestone. Pick terms that match your cash needs.
Revisions: Define what counts as a revision (edits to what exists) vs new work (change order).
Rush fees: A common rush add-on is +20 to +35%, and it’s okay to decline if it breaks your schedule.
Change requests: Use a short change order form that includes scope, price, and timeline, then obtain written approval.
Retainer vs. package: Choose a retainer when work is ongoing, and you have a stable monthly need. Use packages for one-time projects with a clear finish.
Conclusion
If pricing makes you tense, it’s usually because the quote is doing too much work. Set your floor with costs and time, then choose price bands and build three tiers that change scope, speed, access, and risk reduction.
Add a small menu of add-ons, then use the 15-minute quote method to stay calm and consistent.
Draft your three tiers today, write your add-on menu, and test them with your next three leads. Revisit pricing every quarter and adjust based on close rate, workload, and how service package pricing feels in real projects.
